With every approaching year, the pressure and anxiety of having to keep up with the ever-changing social media marketing trends can be exhausting. We've made things easier for you as we collected the exact trends that you'd need to keep an eye on in the next year.
This is why we talked to eleven expert minds in the field, and we have put together 11 predictions for social media marketing trends in 2022.
- Authenticity is Going to Win in 2022
- New Features That Enable Online Events
- More Business Influencers
- Social Media-Based E-commerce Will Grow in Usage
- Companies That Do Not Leverage Personal Branding Will Be Eaten Alive by Those Who Do
- Communities Will Lead
- Brands Will No Longer Stay Silent in the Comment Section
- Platforms Double Down on the Creator Economy
- Creative Memes and Short-Form Video Content Are the Future
- Audio Content is on the Rise
- Creating Movement within Imagery Is Going to Keep Growing
Brands worry about the direction of the social commerce sailboat, marketing teams struggle to quickly strap the bowline while regular social media users expect brands to row the boat in a safer area where the center stage is the customers’ experience.
It is easy to get caught up in the whirlwind of ephemeral content, omnichannel marketing techniques, and conversion rates arithmetic.
We don’t know if 11 is indeed a lucky number but we do know our experts have disclosed some of the biggest social media trends below:
1. Authenticity is Going to Win in 2022
No more curated feeds, trying to keep up an aesthetic color palette, etc. Show what makes your brand unique, why you started your business, the behind-the-scenes, the mistakes you make.
Stop being so curated, they want the real you.
That’s what the crowd is going to move towards, it seems that the “for-show” act is getting old and boring.
JENA BROWN, Founder of @Allure Social
Allure Social is a boutique social media marketing agency, that’s dedicated to helping businesses be as alluring as possible online!
2. New Features That Enable Online Events
With the need to move many events online over the last couple of years, a number of social media features have emerged or been rebooted to enable brands to connect with customers. Instagram Live Rooms allows creators to go live with up to three people, creating a truly intimate online experience. Live Rooms are perfect for events such as Q&As, tutorials, and musical performances, which can then be shared and watched by your followers.
Instagram’s not the only platform experimenting with live offerings. LinkedIn Live offers brands a way to live stream professional events and webinars to their audience, while Twitter Spaces (inspired by Clubhouse) enables live audio conversations between participants and Pinterest TV is a new offering of live, original, and shoppable episodes featuring creators right on Pinterest.
For brands looking to go live, think about what platform would be best for your audience, what type of content you’re trying to share, and whether it actually needs to be live.
You could be trying to host a panel interview, launch a new product or collab, or live stream a fashion show, just remember live events work best when they inspire audience participation, and excitement.
JULIA FERNANDEZ, Content Marketing Manager @Envato
Julia is Senior Content Marketing Manager at Envato. While not a designer by trade, she's heavily invested in design trends, as well as the influence of fashion, film and popular culture on our visual landscape. Within her team at Envato, Julia oversees the creation of video, social media content, blogs, landing pages and more.
3. More Business Influencers
A 2018 Study by Gartner of 1886 companies found that 49% of new customers for those businesses came from referrals. If this is the average, then it's safe to assume that some of
those firms had 100% of their customers referred.
So business owners should use social media to build their individual brand, increase their network and highlight their product, driving followership, loyalty, and referrals.
Business influencing can be done on a budget with the right content plan, charisma, and technical setup. Networking and asking for testimonials are free.
That’s why I am a big fan of LinkedIn’s creator mode - you can follow me or connect with me through here!
Joseph O’Brian is a strategic brand marketing consultant who specializes in brand identity, growth, and company culture. His company Acatechnic specializes in Branding and Content and Webinar Services for Educational Institutions and large corporations.
4. Social media-based e-commerce will grow in usage
Even though we could see the beginning of this new way of shopping for quite some time, the peak is just now in sight. I think that starting next year, brands will use this type of format even more since people are eager to own what they see and want ASAP.
I like it on Instagram, I click on it, I buy it.
That’s why social media-based e-commerce will grow in usage.
CLAUDIA BODNAR, Social Media Manager @KFC, Pizza Hut, Taco Bell | Romania & Italy
With over 5 years of experience, both in the agency and on the client’s side, Claudia has specialized in online communication, influencer marketing, and all things regarding social media for brands in the Horeca (Hospitality) industry.
5. Companies That Do Not Leverage Personal Branding Will Be Eaten Alive by Those Who Do
I firmly believe that in 2022 business pages on LinkedIn will have even less power than in 2021.
The LinkedIn algorithm has shown us that it prefers human-to-human conversations.
Companies that do not leverage personal branding will soon be eaten alive by those that do. Creating, distributing, and conversing from personal profiles is one of the strongest marketing companies can do.
This means conversation ads will significantly impact how we marketers bring the product in front of their audience. If there’s one thing, I urge marketers to learn is how to create creative conversation ads.
STEFANA SOPCO - Head of Content Marketing @Smartflow
Stefana is a highly-qualified content creator with over ten years of experience in content writing and digital marketing. From agency marketing to B2B marketing and content marketing, she has been exploring the possibilities given by the digital world every day and never shied away from a challenge or new opportunity.
6. Communities Will Lead
How can you get honest feedback and improvement ideas at scale? How can you be up to date with the sentiment that your users or customers have about your products?
Unfortunately, there is still no really very good way to achieve that, but communities come pretty close.
Whether in a Facebook group, around your page, or hosted on your own platform (the harder but better alternative, in my opinion), a community can be an incredible source of insights and referrals.
Companies such as Wyze understood that and have facilitated the discussions between their customers. And, in turn, receive incredibly valuable feedback and insights about their products, very fast, very detailed, and very important feedback for products that are harder to change, you remember them, the hardware ones?
Whether you like it or not, people will gather around their topics of interest.
And, at least in my opinion, a lot of us are switching from general newsfeeds to more specific communities with people similar to us.
Brands and creators should nurture and listen to these communities.
TOMA GROZĂVESCU, founder of SMARTERS
The first growth hacking marketing agency in Romania. He helps companies grow through the same marketing strategies used by Facebook, LinkedIn, or Uber. He has more than 5 years of experience in digital marketing and has been involved in projects at both national and international levels.
7. Brands Will No Longer Stay Silent in the Comment Section
Brands will no longer stay silent in the comment section
Social media is not just about posting, but also about engaging: whether it’s replying to questions, feedback, or your audience’s recognition, make sure to track all those brand mentions and measure your brand sentiment on social.
ROXANA MOTOC, Head of Marketing @SocialBee
With over 5 years of experience in marketing & social media, Roxana loves to challenge the status quo through innovative strategies and growth hacks.
8. Platforms Double Down on the Creator Economy
Creators have been changing the way we consume content for several years now, but in the past year, their power and influence have risen to a new level. They have become the key to unlocking and connecting with our digital communities – which are more central than ever to consumers’ lives.
So, it’s little wonder that brands want to buy into the ‘creator’ action. Brands that partner with creators, who know what’s trending online and often have a loyal fanbase, are able to access and connect to these communities in more authentic (and less forced) ways.
In the past 12 months, the potential for brands to partner with creators has been on the rise and the new ways for creators to build (and sustain) communities has skyrocketed. This has been driven by the social platforms, which are playing a game of ‘who can invest the most in creators’.
Snapchat pays out $1 million a day to creators of the top-performing videos in ‘Spotlight’. Pinterest established a $500K creator fund and YouTube set aside $100 million annually to pay its top Shorts creators.
Instagram hosted the first-ever (and first event of its kind) ‘Creator Week’ introducing professional development programs for emerging creators on Facebook and Instagram. And in mid-2021, TikTok launched a new Creator Marketplace API to allow a range of third-party companies to integrate TikTok’s creator listings into their platforms.
The creator economy isn’t slowing down any time soon. But brands should always take a considered approach to partner with creators. From finding the right fit and considering diversity and inclusivity to letting go of some control – an honest and lasting relationship should be your goal.
JO BIRLESON, Social Media Specialist @Envato
With over 15 years of marketing experience, Johanna worked across a range of disciplines however, her strength and passion lies with brand building, content strategy, and copywriting.
9. Creative Memes and Short-Form Video Content Are the Future
With the continuous rise of TikTok, almost every social media platform has found a way to introduce this video format in its features. Short-form video content is a must for any social media strategy, whether it's TikTok, Instagram Reels, YouTube Shorts, Pinterest Idea Pins, or even Google Web Stories. The real challenge is to be different in an ocean of trends and stand out.
Memes—an underestimated advertising tool.
It feels like memes are an evergreen type of content, right? They're a great way to connect Gen Z because they do not feel forced, and instead, they connect you with the audience through emotional jokes and relatability. They also help you be part of different international trending events. Besides, you can use them in many creative ways, such as giveaway campaigns, challenges, teasers, etc.
ANDREEA MEHEDIN, Social Media Manager @Creatopy
Andreea-Maria Mehedin, a young enthusiastic communication specialist with a four-year social media and PR background and an MA in International Communication Management at the University of Southern Denmark. A healthy and active lifestyle, art, playing the piano, and the chemistry of "bon goût" aka cooking, represent some of the things that have shaped my personality. Proud Frenchie owner.
10. Audio Content Is on the Rise
More than 100 million Americans listen to at least one podcast each month. Or, if you are like me and you are obsessed with history and true crime podcasts it’s more like one or two a day.
But wow, has podcasting come a long way.
If you are not a regular on at least one podcast have you been living under a rock?
These free streaming delights cover every topic under the sun and you can listen while you do...well, just about anything else.
This stat is a huge reminder that audio content is on the rise in 2022. And showed they get it when they released a feature that allows users to send audio-based tweets.
And let’s not forget about apps like Clubhouse that are shaking up the voice-driven social media world.
So, whether you are a frequent podcast listener, an audio-message sender, or a Clubhouse OG, one thing is certain: Audio content can not be ignored in 2022.
ALEX CATTONI, Copywriter & Founder of The Copy Posse
Alex Cattoni is a Copywriter, speaker, and Founder of the Copy Posse, a global army of authentic copywriters with a passion for creating community, credibility, and conversions with nothing but powerful and precise wording. 10+ years experience in online marketing and branding. Co-host of the Flight Club Mastermind. Creator of the Copy Posse Launch Pad Coaching Program.
11. Creating Movement within Imagery Is Going to Keep Growing
Everyone freaked out when Instagram announced that "Instagram is no longer just a photo-sharing app". The simplicity of photo sharing is still being craved by some, but Instagram might have hit the nail on the head by pivoting its focus to video.
Moving imagery beating out still imagery.
As social media evolves, posts that have some sort of movement implemented simply just perform better than still photos. Whether it’s a TikTok, Instagram Reel, Story, or a Twitter post with a gif...creating movement within imagery is going to keep growing. I am excited to see how creators get creative with how they tie this into their social media strategy.
MILLIE ADRIAN, Chief Executive Officer @ItsModernMillie
Millie is an Online Educator and YouTuber who teaches aspiring Influencers how to turn their personal brand into a full-time business through Instagram growth, brand collaborations, and beginner business tips and organization.
Conclusion
While in 2021 the Google Search demand for TikTok has grown by 123% in the past 12 months, Clubhouse climbed the social app ladder reaching 10 million users in just a bit over one year, and live streams viewership has increased by an average of 49% compared to 2020, it is safe to say that 2022 will be the year of audio and video content.
Companies will be urged to be more authentic and more aware of their audience’s needs not only in order to continue to convert but more importantly to stay relevant and build trust.
Coming back to one’s true values is the secret to creating content that incites loyalty and strong feelings of belonging.
Not really a social media trend but social listening can hold the key to the secret door of brand market insights. This excellent tool for marketers can hold great value for better social media presence, new social strategies, and can offer new lead generation success stories.
